The 5 Second Rule – No Not That One

The 5 Second Rule – No Not That One

If you’ve ever been on YouTube watching videos you’ll notice that you can skip some ads, but others you can’t. The 5 second ad Skip All you are going to get is five seconds to make an impression. Heck, they don’t place their brand until end any way really. With the brand appearing in the first 5 seconds, before the skip, people are more likely to recall your brand. But, and it’s a big one, most people are NOT likely to continue watching the ads and therefore skip the ad. It’s an issue because you don’t know the unknowns and if your code really works (link to developer forgotten hero post). If your video has the brand at the beginning, then it may not get viewed. In 2015, it was found that consumers spent more time watching videos on mobile devices. So is your videos, whether on ads or not, mobile friendly? Brand placement – As we discussed, we recommend you show the logo at the end for best results on the product.

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In this blog post we’re sharing lots more about video advertising! If you haven’t already, please check out our last post on Facebook live videos here. If you’ve ever been on YouTube watching videos you’ll notice that you can skip some ads, but others you can’t. Some of that has to do with the channel’s exposure and the advertising. But the skip is pretty common unless you’re Chevy advertising on Jimmy Fallon Tonight Show.

The 5 second ad Skip

All you are going to get is five seconds to make an impression. This could lead to a strategy of only having a four second ad. Many people who watch YouTube videos typically don’t watch these. Instead, they wait for the five second skip and then immediately do so.

Thousands of ads run on YouTube everyday, and now that we can upload longer video ads that’s great. However, YouTube counters with a 5 second skip. Now marketers have to get their message to grab attention and retain it in the first 5 seconds. But here’s a really NASTY secret I’m going to divulge.

You’ve really only got less than 3 seconds to grab and retain attention. Yes, 3 seconds. The time it took you to just read the last sentence in this blog post.

The Brand Logo

This is an argument typically between creatives and marketers. Where do you put the branding page with logo in the timeline of the video? In the beginning? Or at the end? I’m going to come out and say at the end. Especially if you are not Apple or other popular brand. Heck, they don’t place their brand until end any way really.

Here’s the conundrum. With the brand appearing in the first 5 seconds, before the skip, people are more likely to recall your brand. But, and it’s a big one, most people are NOT likely to continue watching the ads and therefore skip the ad.

See the problem? Brand awareness puts the logo in the video first. But for better reach and impressions for the ad, it’s best to place it last. What’s a marketer to do?

Plan, then test, then plan some more

This is something developers do all the time….

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